Case Study: How do you sell on personality when you can’t sell in person?

At a glance

Before the pandemic, HazardHub co-founders Bob Frady and John Siegman used the magic of face-to-face communication to form trusting connections with their prospects.

When the world shifted to online selling, they needed a way to communicate their personalities, vision, and values at scale so their prospects would enter the conversation informed and trusting.

hazardhub case study insurtech video marketing
insurtech video marketing

Problem addressed

When COVID hit, HazardHub needed a solution to replace high touch, in-person sales meetings. 

Co-founders Bob Frady and John Siegman had relied on their winning personalities to introduce prospects to their innovative data solutions in an innovation-resistant industry. 

What were they looking for when they hired us? Someone who could capture the soul of their company. 

“We wanted somebody who could humanize the company. You see the website, you see the data. It’s all somewhat frightening. It’s somewhat esoteric and it’s cold.” 

-John Siegman, Founder and COO | HazardHub

Solution used

In June 2020, we filmed at a safe distance using an outdoor location. 

While interviewing Bob and John, we focused on who they are as people and why they’re the right humans to offer innovative solutions to a market in desperate need of innovation. 

Guess what? These guys are fun! And that’s hard to get across in text on a website – or even the world’s most interesting database of FEMA Flood Zones with FEMA Descriptive Variables. 

insuretech marketing video production

Here's the finished product:


Lloyd's Lab

Within a few weeks of launching their brand video, HazardHub secured a spot among the top 7% of applicants to the Lloyd’s of London Incubator (Lloyd’s Lab). And a press mention in an industry publication. We were thrilled to get this email:

“We got into Lloyd’s Lab –  I don’t know what it means for the company but I’m betting it’s good. They especially seemed to like the video. Can’t wait to unleash it on our clients, our prospects, and our web universe!…Thanks again for everything…we wanted you to be among the first to know.”

-Bob Frady, CEO | HazardHub

lloyds lab hazardhub insuretech video marketing
insurtech marketing video

Demand generation

The video instantly earned over 27,000 views, 495 likes, and 98 comments on LinkedIn

According these data gurus, it was by far their highest engagement post. And it included a comment proving the video’s value for immediate demand generation:

“Congrats Bob!  please reach out if you think this would be of value to Alchemy Worx.”


Allan Levy, CEO | Alchemy Worx

Bob’s post worked so well because it’s vulnerable (well done Bob, it’s not easy). 

But the surprising truth is that, usually, when you put yourself out there like this, people like it. 

In fact, it’s our secret to capturing the soul of a company.

Here's what Bob Frady had to say about HazardHub's experience with Concurrent Productions:

Something unique

John was pretty excited about his “COVID hair,” which is worth mentioning because it speaks to our central philosophy of what works in a video (and life):

insurtech video
Sometimes you gotta just surrender to what is. 

Take a risk to show up as yourself. Are you waiting for your hairdresser to open before you film a video? You could be losing business. 

It looks good right? 

These guys don’t “fit the suit” — watch this clip to see what that means:
insurtech marketing video
Pre-pandemic hair
insuretech marketing video
Mid-pandemic Hair
insurtech sales video
Full-blown (literally) pandemic hair

Who Should Consider

If you’re different from your competitors and you know you can sell your product and service if only you can get in the room with them, give us a call. We love working with innovators and we’re absolutely dedicated to finding the right solution for you.

“We loved working with Concurrent and would hire them again in a minute. In fact, we did. If you’re looking for a fantastic video production team who truly tries to understand what you’re all about, you can’t do better than Concurrent.”

-Bob Frady, Hazard Hub CEO

If you’re a regular person like Bob who sells with great conversations, we can help you start those with video by conveying the feeling of what it’s like to work with you. 

Bob says it better than we can –>

More Content

Once we’d delivered the brand video, HazardHub followed up with some additional orders:

Informative Library

Using footage we already had from the initial interview, we created 14 additional clips addressing specific areas of concern for prospects. 


  • Why HazardHub Offers Risk Assessment to Consumers
  • What HazardHub Can Provide for a Dollar
  • The Risks of Underutilizing Data to Cut Costs

Client Testimonials

We helped HazardHub add credibility to their message by leveraging their existing clients’ stories. 

By remotely interviewing and recording five of their satisfied clients, we were able to cost-effectively provide high-impact references at scale. 

Top 5 Reasons to Work With HazardHub

Using footage from the testimonial interviews above, we organized clients’ praise thematically into a countdown-style testimonial montage.

Want to hear more from Bob and John about their experience working with us?

They say remarkably nice things about us in this followup interview with Kerri (this is the longer version of snippets on this page).

Are we a fit for your insurtech brand?

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